Summary: Public Relations | 9780199565740 | Averill Gordon

Read the summary and the most important questions on Public relations | 9780199565740 | Averill Gordon.

• 1 the evolution of public relations

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• A key feature of PR is its use of third parties. Who are they?

  They are credible people who support he organization's views but are more influential as they are seen as independent and not part of the organization.
  
  Example: to demonstrate their support, a celebrity attends the launch of a product and may even be involved in other personal appearances associated with the campaign.

• How is agenda setting defined in the triangle?:

  by the arrow between pulics (public opionion) and media

• What is issues management?

  Issues managmenet identifies the threats around a business and develops relationships and communcations in order to avert  ( voorkomen) them.

• When did the form of PR (as we know it today) arose?

  In the nineteenth century

• What is below-the-line expenditure (uitgave)?

  Below-the-line expenditure inclues all the other mehods such as competitions, special offers, and media relations and consultancy advice that is charged on time basis.

• What is above-the-line activity? (Advertising)

  Advertising is called an above-the-line activity as payment ismade for the actual costs of the activities, which is the space in the print media or the time on television.

• Who is the founding fahter of public relations?

  Eduard Bernays

• 2 public opinion

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• What is the Maletzke model?

  The MAletzke model identified that the sender develops the message in a certain way specific to his or her own style, culture, and backgorund, and additionally that their personlity and motivation influences how they communicate.
  
  based on peoples mind
  complex model

• What is the Shannon and Weaver model?

  The message that the receiver gets is not sure the message that the sender sends.
  Dit komt door 'noise'. This affects the meaning of the message and can come from the receiver's own knowledge, attitudes, or beliefs as well as from transmission interference such as poor reception.

• What is opinion, according to Price?

  De Expression of an attitude with words.